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Zara's 'The Jacket' Controversy : Balancing Marketing and Sensitivity / Nidhi Maheshwari, Divya Mishra, Harshita Chaudhary.
- Format:
- Book
- Author/Creator:
- Maheshwari, Nidhi, author.
- Mishra, Divya, author.
- Chaudhary, Harshita, author.
- Series:
- SAGE Business cases.
- SAGE business case
- Language:
- English
- Subjects (All):
- Crisis management.
- Physical Description:
- 1 online resource.
- Place of Publication:
- London, England : SAGE Publications: SAGE Business Cases Originals, 2025.
- Summary:
- The case features Zara's "The Jacket" campaign and allows for the analysis of how external events and geopolitical factors impact a company's business operations. Zara's "The Jacket" campaign in December 2023 ignited significant backlash due to imagery perceived as resembling the Israel-Gaza conflict, leading to accusations of insensitivity and misrepresentation. Set against rubble and broken cardboard, the campaign for the Spanish brand's latest jacket series, "ZARA Atelier," hauntingly echoed the war-torn landscape of Gaza. The imagery, featuring Kristen McMenamy and promoting six new jackets, sparked widespread protest for its controversial elements. The cracked stones, damaged statues, and broken plasterboard drew critical attention, with some viewers noting that the dust on the plywood boards resembled the map of Palestine. The campaign resonated with the tragic loss of over 17,000 Palestinians, mostly children, in Israeli aerial attacks since October 8, 2023, intensifying the backlash. Despite prompt retraction and apologies, the incident underscored the imperative for war sensitivity in global marketing.This case discusses strategies for companies to effectively respond to and manage consumer boycotts, explores the challenges of executing a communications strategy, and identifies the importance of a brand's relationship with its consumers and the business practices that can either strengthen or weaken this relationship.
- Notes:
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 9781071981160
- 1071981161
- OCLC:
- 1483992867
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